A Study of Decision-Making Process on Purchasing Bridal Cakes - From the Perspective of Female Customers

• Main Authors: LEE, YING-HSIEN, 李映嫺
• Other Authors: CHU, HSU-CHUNG
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/82aa3e

碩士 === 國立屏東大學 === 文化創意產業學系碩士班 === 104 === Wedding customs are uniquely important and symbolic culture in the Chinese society. Along with the changes in time, many traditional wedding customs have gradually been simplified. Yet, inherited from the Chinese tradition, giving bridal cakes is still essential in Taiwanese wedding customs, as a symbol of a confirmed marriage. Due to the unique nature of bridal cake consumption, it is crucial for wedding and bridal cake vendors to understand the characteristics, involvement, and decision-making process of female consumers, who are the ones to give bridal cakes to relatives and friends of bride’s side. The majority of the past research effort on bridal cakes has been focused on brand management and packaging design through quantitative approaches. The current study employed a series of qualitative in-depth interviews on female consumers to understand the consumption need, and factors affecting decision-making process of bridal cake purchase. The analytical strategy of the study is based on the theory of consumer behavior model (EKB model), consisted of five phases: “need recognition”; “information search”; “alternative evaluation”; “purchase Decision”, and “post-purchase.” The results indicate that multi-valences of bridal cakes; cost consideration; attitudes of vendors, and female characteristics are main factors of female consumption involvement, whereas advertising involvement is found mainly related to print media and online advertising. Also, the purchase decision-making process of female consumers is also affected by the following characteristics and considerations: 1. amazing flavors and the right quantity of bridal cakes; 2. colorful, joyous mood as well as simple and environment-friendly packaging; 3. sample-tasting and online information availability; 4. deep involvement and fast consumer decision making process, and 5. Provision of bridal cakes of different style for different groups.